Spirit launches The Great British Pub Card

August 27, 2013

Spirit Pub Company has launched the first ever multi-brand pub gift card, available to use across all six of its brands; Chef & Brewer, Fayre & Square, Flaming Grill, Taylor Walker, Wacky Warehouse and John Barras.

The Great British Pub Card can be used in over 750 pubs across the UK, is available to purchase online now and will be available in ASDA stores in October, with Wilkinson’s stores to follow in January 2014. The card, which can also be purchased as an email or SMS gift, is available to buy for between £5 and £250 with free post and packaging for all orders over £20 until the New Year.

The Great British Pub Card is a joint development with Action Solutions Vouchers Limited, who together with technology partners Zonal, Card Commerce and Eagle Eye Solutions, have developed a dynamic gift card scheme for Spirit that operates in real time with existing technology and allows guests to pay for their drinks and meals with gift cards, or via their smartphone as an e-gift or SMS, much like they would a debit or credit card.

Access to new sales channels

The Great British Pub Card also allows Spirit to gain access to new sales channels, Kenny Skelton, Head of Digital at Spirit Pub Company, said: “Selling hospitality online and in the B2B space is something that has historically always been difficult. The Great British Pub Card and the technology that sits behind it break down those barriers and allow us to give our guests what they want.”

Spirit have partnered with SVM Europe to manage the sale of The Great British Pub Card in B2B, social media and online. Shane Scott, Business Development Director at SVM Europe, comments: “The Great British Pub Card is a great addition to the B2B market due to the multi brand element applying to a wide audience. The card also works for lower loads, for example an employer could load a relatively small amount but with a perception of a gift, i.e. “a drink on us”. Furthermore, with the digital option, this could be done in real time, i.e. 5pm on a Friday afternoon.” The card also works for higher loads and reward amounts giving the gift of a meal.

“This is really powerful and that, combined with the flexible redemption options and high quality food and drink that Spirit Pub Company offer, makes The Great British Pub Card an effective reward or incentive.”